SlideShare une entreprise Scribd logo
1  sur  5
Télécharger pour lire hors ligne
REPUTATION DRIVES
    REVENUE
Valerie Chouquet




                   S
What is the relationship
between QGI + revenue gains

S There is nowadays, in reality, a link and causality effect
    between the Global review index or the analysis of review
    score and the revenue gains. Indeed, in the webinar thanks to
    the statistics, we can see that when the review score increase
    even of 1%, the demand increase by 13,5% so that represent a
    real gain value for the hotel. And moreover, the price can
    increase by 8% without affecting market share.= OTA study

S    With reviewPro study, we can see that if the review score
    increases of 1%, ther will be an average increase of 1% in the
    RevPar
What person/position, in the hotel, is
 responsible for analysis of pricing
  changes based on quality index
             changes
S The person in charge of anylising the prices changes on quality
   index changes is the revenue manager but we can underline that
   the RGI or the RevPar target and objectives are discussed by the
   revenue manager and the senior VP in the case of Melia hotel for
   instance.

S We can also underline the fact that the qualities requested for a
   revenue manager now are changing and getting more and more
   specific, specially for what is called the generation 3 of Revenue
   Manager. Not only that they need to understand the reservation
   but they need to become even more strategic and analytical.

S They need to understand how the quality penetration index have
   an impact on the RevPar, the occupancy and the rates and how
   this measurement index of the quality and review score will help
   them to determinate the « policy » and strategy they should have
   for their hotel for being more competitive on the market place.
What new measurement will be
used to measure quality scores to
      revenue performance
S The new measurement is what is called the quality
  penetration index or even Competitive Quality Index by
  Reviewpro. It is in fact the position of the global review
  index of your hotel by the average global review index of
  competitors. So this is a measurement of the market share
  regarding the guests satisfaction

S New=       Global Review Index-My Hotel
         Average Global review Index-Competitive
         Set
Is ORM the Revenue Maximization
 of the future? Yes - why, no - why
                 not
S   This will definitly be the revenue maximization of the future because it takes
    into account the reality of the guests satisfaction and the impact of the
    satisfaction on the pricing and the revenue.

S   Nowadays, you cannot measure your place on the market and define your
    revenue management strategy just by the occupancy index, rate index..
    hoteliers need to understand that by comparing your place with review scores
    regarding to the competitors, you can apply a specific strategy that can help to
    increase the occupancy, the gain and the pricing just by increasing the review
    scores and then upgrade your place on the market place. Review metrics
    must be intergrated as a key components of Revenue Management strategy.

S   Moreover, hoteliers need to move their focus from an internal point of view (
    as rate and occupancy…)to an external focus, define by consumer behavior
    and the purchase logic.

S   Managing the reputation online today is a key factor in the optimization of the
    revenue.

Contenu connexe

Similaire à Reputation management

Reputation management
Reputation managementReputation management
Reputation managementCecilia0510
 
Reputation management
Reputation managementReputation management
Reputation managementlibresy
 
Guide to Revenue Management Strategies for Hotels in 2022.pdf
Guide to Revenue Management Strategies for Hotels in 2022.pdfGuide to Revenue Management Strategies for Hotels in 2022.pdf
Guide to Revenue Management Strategies for Hotels in 2022.pdfRevnomixSolutions
 
HAA - Are Hotel Management Companies All the Same
HAA - Are Hotel Management Companies All the SameHAA - Are Hotel Management Companies All the Same
HAA - Are Hotel Management Companies All the SameAnjali Peterson
 
Reputation management
Reputation managementReputation management
Reputation managementDianebs
 
Reputation management
Reputation managementReputation management
Reputation managementDianebs
 
Reputation management
Reputation managementReputation management
Reputation managementDianebs
 
Review pro Analysis
Review pro AnalysisReview pro Analysis
Review pro AnalysisCShad
 
HVS-UnderstandingOnlineDistributionChannels
HVS-UnderstandingOnlineDistributionChannelsHVS-UnderstandingOnlineDistributionChannels
HVS-UnderstandingOnlineDistributionChannelsJuan Pablo Duran
 
Just clean yasir
Just clean yasirJust clean yasir
Just clean yasirYasir Wani
 
15College of Southern NevadaResponsibilities and.docx
15College of Southern NevadaResponsibilities and.docx15College of Southern NevadaResponsibilities and.docx
15College of Southern NevadaResponsibilities and.docxfelicidaddinwoodie
 
The 2015 Smart Decision Guide to Hospitality Revenue Management [Chapter 1]
The 2015 Smart Decision Guide to Hospitality Revenue Management [Chapter 1]The 2015 Smart Decision Guide to Hospitality Revenue Management [Chapter 1]
The 2015 Smart Decision Guide to Hospitality Revenue Management [Chapter 1]Starfleet Media
 
Beginners guide to revenue management
Beginners guide to revenue managementBeginners guide to revenue management
Beginners guide to revenue managementAriel Ampon
 
Whitepaper - Beginner's Guide to Hotel Revenue Management
Whitepaper - Beginner's Guide to Hotel Revenue ManagementWhitepaper - Beginner's Guide to Hotel Revenue Management
Whitepaper - Beginner's Guide to Hotel Revenue ManagementDuetto
 
Smart decision guide hospitality revenue management
Smart decision guide hospitality revenue management Smart decision guide hospitality revenue management
Smart decision guide hospitality revenue management Infor
 

Similaire à Reputation management (20)

Rm
Rm Rm
Rm
 
Reputation management
Reputation managementReputation management
Reputation management
 
Reputation management
Reputation managementReputation management
Reputation management
 
Guide to Revenue Management Strategies for Hotels in 2022.pdf
Guide to Revenue Management Strategies for Hotels in 2022.pdfGuide to Revenue Management Strategies for Hotels in 2022.pdf
Guide to Revenue Management Strategies for Hotels in 2022.pdf
 
HAA - Are Hotel Management Companies All the Same
HAA - Are Hotel Management Companies All the SameHAA - Are Hotel Management Companies All the Same
HAA - Are Hotel Management Companies All the Same
 
Review pro webinar
Review pro webinarReview pro webinar
Review pro webinar
 
Reputation management
Reputation managementReputation management
Reputation management
 
Reputation management
Reputation managementReputation management
Reputation management
 
Reputation management
Reputation managementReputation management
Reputation management
 
Review pro Analysis
Review pro AnalysisReview pro Analysis
Review pro Analysis
 
LiveBean brochure
LiveBean brochureLiveBean brochure
LiveBean brochure
 
HVS-UnderstandingOnlineDistributionChannels
HVS-UnderstandingOnlineDistributionChannelsHVS-UnderstandingOnlineDistributionChannels
HVS-UnderstandingOnlineDistributionChannels
 
livebean brochure
livebean brochurelivebean brochure
livebean brochure
 
Just clean yasir
Just clean yasirJust clean yasir
Just clean yasir
 
15College of Southern NevadaResponsibilities and.docx
15College of Southern NevadaResponsibilities and.docx15College of Southern NevadaResponsibilities and.docx
15College of Southern NevadaResponsibilities and.docx
 
The 2015 Smart Decision Guide to Hospitality Revenue Management [Chapter 1]
The 2015 Smart Decision Guide to Hospitality Revenue Management [Chapter 1]The 2015 Smart Decision Guide to Hospitality Revenue Management [Chapter 1]
The 2015 Smart Decision Guide to Hospitality Revenue Management [Chapter 1]
 
Beginners guide to revenue management
Beginners guide to revenue managementBeginners guide to revenue management
Beginners guide to revenue management
 
Whitepaper - Beginner's Guide to Hotel Revenue Management
Whitepaper - Beginner's Guide to Hotel Revenue ManagementWhitepaper - Beginner's Guide to Hotel Revenue Management
Whitepaper - Beginner's Guide to Hotel Revenue Management
 
mordern marketing metrics.pptx
mordern marketing metrics.pptxmordern marketing metrics.pptx
mordern marketing metrics.pptx
 
Smart decision guide hospitality revenue management
Smart decision guide hospitality revenue management Smart decision guide hospitality revenue management
Smart decision guide hospitality revenue management
 

Reputation management

  • 1. REPUTATION DRIVES REVENUE Valerie Chouquet S
  • 2. What is the relationship between QGI + revenue gains S There is nowadays, in reality, a link and causality effect between the Global review index or the analysis of review score and the revenue gains. Indeed, in the webinar thanks to the statistics, we can see that when the review score increase even of 1%, the demand increase by 13,5% so that represent a real gain value for the hotel. And moreover, the price can increase by 8% without affecting market share.= OTA study S With reviewPro study, we can see that if the review score increases of 1%, ther will be an average increase of 1% in the RevPar
  • 3. What person/position, in the hotel, is responsible for analysis of pricing changes based on quality index changes S The person in charge of anylising the prices changes on quality index changes is the revenue manager but we can underline that the RGI or the RevPar target and objectives are discussed by the revenue manager and the senior VP in the case of Melia hotel for instance. S We can also underline the fact that the qualities requested for a revenue manager now are changing and getting more and more specific, specially for what is called the generation 3 of Revenue Manager. Not only that they need to understand the reservation but they need to become even more strategic and analytical. S They need to understand how the quality penetration index have an impact on the RevPar, the occupancy and the rates and how this measurement index of the quality and review score will help them to determinate the « policy » and strategy they should have for their hotel for being more competitive on the market place.
  • 4. What new measurement will be used to measure quality scores to revenue performance S The new measurement is what is called the quality penetration index or even Competitive Quality Index by Reviewpro. It is in fact the position of the global review index of your hotel by the average global review index of competitors. So this is a measurement of the market share regarding the guests satisfaction S New= Global Review Index-My Hotel Average Global review Index-Competitive Set
  • 5. Is ORM the Revenue Maximization of the future? Yes - why, no - why not S This will definitly be the revenue maximization of the future because it takes into account the reality of the guests satisfaction and the impact of the satisfaction on the pricing and the revenue. S Nowadays, you cannot measure your place on the market and define your revenue management strategy just by the occupancy index, rate index.. hoteliers need to understand that by comparing your place with review scores regarding to the competitors, you can apply a specific strategy that can help to increase the occupancy, the gain and the pricing just by increasing the review scores and then upgrade your place on the market place. Review metrics must be intergrated as a key components of Revenue Management strategy. S Moreover, hoteliers need to move their focus from an internal point of view ( as rate and occupancy…)to an external focus, define by consumer behavior and the purchase logic. S Managing the reputation online today is a key factor in the optimization of the revenue.